emotional intelligence

I read a good book by Daniel Goleman, called "Emotional Intelligence", at one point mentioning how the emotional sense of the brain is approximately 24 times more powerful than the logic sense.

Applying that to financial situations, isn't that scary?

It does explain the consumeristic attitude that many people feel obligated to partake in, nevertheless; splurging in malls or any store for that matter, rationalizing that it's okay, that they deserve it, that they won't do it again, that it helps the economy to spend spend spend.